Research On Media's Public Opinion Guiding Mechanism In Major Incidents

When our country has entered the risk society, we have undergone various major incidents,Such asnatural calamity, social security disaster and public sanitation accident, those major incidents happensfrequently in the risk society. Media are important carrier and means of information issue and public opinionguide which can ensure the right to know of the public and guide the feeling of public at large. Media alsowould write the event objectively and coordinate the government deal with crisis that plays a very importantrole in major incidents.This paper divides in to four parts. The first part is to hackle the questions in the research and itssignificance. The article first combs relatively theoretic and make concept of this paper. The second part isbased on the deep research on the roles function of media social watchman and information gatekeeper andresearch media social value and status in major incidents. The third part emphasizes media's guidinginfluence of public opinion. Basely analyze the new setup of media's guiding influence of public opinion inmajor incidents and the affect of media's guide for the trust of government and the public risk. The fourthpart is mainly analyzing objective necessity to build the system of media's public opinion guiding and statespublic opinion guiding system at different stages in major incidents. This part also studies significance ofmedia coordinating stage theories of crisis to make use of agenda setting to carry on public opinion guiding.At last, the paper discusses how to build a risk communication system among government, media and thepublic.This paper brings forth new ideas to discuss the public opinion guiding dominated by media in majorincidents which is different from the government domain system. Media use effective public opinion guidingsystem to provide information, reduces or eliminates scare of the public in major incidents. The objective isto get a good communication among the government, media and the public in the risk society.